What are the most common mistakes to avoid when working with journalists in different sectors?

The easiest way to get this right is to read the stories filed by the journalist to understand if s/he would be a right fit for your story pitch. This also gives you an added advantage of having a deeper conversation with the journalist that goes beyond complimenting them on the story.

Journalists have tight deadlines, and when you're working with one you must make yourself available to get your placement across the finish line. News is a dynamic and surprising industry, and often the story changes even after publishing a piece or filing a news report. Be empathetic to the tough job that journalists have and the long hours and low pay that go with their trade, and you'll establish a sustainable rapport as a reliable source for information.

Put yourself in the reader's shoes: What topics interest you? Which headline would capture your attention? What kind of story would you find insightful? While you should be passionate about your product and company, it's essential to consider what others find valuable. Focusing on delivering value to others is the key to truly enhancing your brand.

Before pitching, I ask myself, "If I were on the other side of this, what would grab my attention?" Tailoring pitches to fit the journalist's beat and audience interests is key. It’s not just about what you want to say, but what their readers want to read. Offering an exclusive angle or a first look at something can also be a big draw.

Today's media landscape is changing at a rapid pace. Newsrooms nationwide - especially smaller or local news outlets - are laying off staff, and traditional "beats" are constantly shifting and evolving. It's essential to understand who the reporter is, what outlet they're writing for, what they cover, and how they write their stories. A general assignment reporter should be approached differently than one would approach a reporter with a specific beat, even if the reporters are being approached with the same information. A general rule is to always simplify your messaging; work to express, not impress.

One approach I've seen work wonders is being a resource, not just a source. Offering insights or expertise on industry trends, even when it's not directly about your product, can be incredibly beneficial. It positions you as a go-to person for valuable information. Also, understanding and respecting a journalist's deadlines and constraints shows empathy and builds rapport. It’s not just about pushing your agenda but fitting into theirs. Engaging with their content regularly, beyond your own PR needs, demonstrates genuine interest and helps create a relationship that’s more collaborative than transactional.

Leveraging emotional intelligence (EI) in media relations is often underutilized. It's about: Empathy: Understand a journalist's challenges and interests. This leads to more resonant pitches and stronger connections. Self-awareness: Know how your brand is perceived. Tailor messages to align with both your identity and the journalist's ethos. Social Skills: Adapt communication styles to suit individual journalists for more effective interactions. Emotional Regulation: Maintain professionalism, especially when faced with pitch rejections or critical feedback. Integrating EI not only helps avoid common errors but also enriches your media relationships.